You can rank at number 1 for your main key term and out rank all of your main competitors but still not receive any where near the amount of sales they do. The main issue for this is a high bounce rate.
The bounce rate is measured by the rate at which people click on and click off of your website – if you have a high bounce rate it means people are spending very little time on your website and aren’t navigating through your site as intended.
The main cause of a high bounce rate is customer confusion, if your landing page doesn’t display clear and concise information or if it isn’t easy to navigate then this is likely to confuse and cause visitors to hit the road.
A successful landing page lures visitors into clicking deeper into their website and exploring interior pages. To do so you will need to engage visitors by following the following 3 steps:-
1. Ensure your web pages download quickly and don’t take long to display. Slow loading websites lead to visitors becoming easily distracted and sometimes makes them think that it isn’t working correctly resulting in them clicking away from the site.
2.Create professional looking web pages, by doing so it will give visitors the impression that you are a serious player in your sector and will generally make them feel more confident about using you over one of your competitors. A professional site doesn’t need to be cluttered so keep your pages simple and to the point, use easy to read fonts, use clear navigation and stick to just a few colours.
3.Create a landing page that answers 3 basic questions: “what is this?”, “why should I be here?” & “is this for me?” . To do so place the answers within headers, your sites name, home page content and your chosen words in the navigation.
The bottom line is that lack of clarity will cause visitors to become confused and navigate away from your site before delving deeper. By following the above steps visitors to your site will remain interested and focused and will be far more likely to continue through the pages of your site which ultimately increases the possibility of a sale.
